台灣製造之人工牙根競爭力分析-以A公司為例

Abstract

隨著少子化議題日趨發酵，問題的層級已提升為台灣的國安問題，接著引發的是人口嚴重老化，二次戰後嬰兒潮進入老年人口，已經成為不得忽視的社會問題。因著社會結構的改變，對於醫療技術的發達，確保人類在壽命不斷延長的今日，如何享有老年生活品質及維持心理及生理的健康，是發展醫療產品的重要需求及基礎。牙齒缺牙程度與身體健康程度及社交生活都有相當程度的影響，因此人工植牙隨著國民所得及教育水平的提升，雖然保險無法給付此類醫療支出，但植牙已經成為大多數缺牙患者選擇治療的首要選擇，促使人工植牙的需求每年以兩位數的比例成長，植牙的技術迅速發展，讓這個產業成為未來五年至十年仍是一片藍海的市場。 本研究主要探討個案公司，如何利用本身在第三類侵入式醫療器材產業代工二十年的優勢及資源，運用自身的研發設計能力，成功發展出適合東方人齒槽骨的人工植牙系統， 從OEM/ODM的代工廠，規劃發展出自有品牌之人工牙根。台灣製造大多數的醫療產品都屬一、二類較中低階的醫療器材，附加價值偏低，本個案公司整合分析自身的競爭優勢，投入複雜度、風險度及臨床需求高的第三類醫療產品做為品牌發展的選項，並探討透過外部環境變化的因應，如何設計出創新的商業模式。 藉由本研究採個案分析法，透過筆者實際觀察及參與決策，分析及探討，希望能提供台灣醫療器材廠商，選擇附加價值高、市場規模夠大及創新商業模式的經營規劃參考，善用自身的優勢資源，面對外部環境的高度競爭與威脅。

Abstract With the problem of low birth rate getting worse, it has been raised up to become the issue of homeland security in Taiwan and then it came with the serious problem of population aging causing by the postwar baby boom entering to the elderly population of which issue is not allowed to ignore. By the change of social structure, with the advancement of medical technology at present, it ensures the human life to sustain. How to maintain the life quality and the health of physiology and psychology is the critical foundation and demands of the development of medical devices. Missing teeth is relevantly influential to the physical health and the social life, although implant logy expenses are not reimbursed by any of health insurance; the majority of patients would accept it as the primary therapy by consideration of aesthetics, higher incomes and better education level. Due to the strong demands of implant ology therapy, it urges the market growth rate up to 2 digits every year and the analyst foresees the implant industry staying in a blue ocean in the next 5 to 10 years. This case study is mainly to investigate Company A on how they take good use of its strength and resources which have been accumulated by the 20-year-OEM experience in the Class III invasive endo surgical devices. They have been successfully developed implant system best fit for Asians’ Alveolar bones by means of its unique R&D capability under OBM strategy to penetrate the market. Most of medical device manufacturers in Taiwan produce low-mid end Class I or II medical devices with less value added benefit, however Company A analyzes and integrates it’s core competence and strength and determines to put in Class III products with higher complexity, risk and clinical demand as its branded product. In addition to internal factors, this case is to investigate how to create an innovative business model in response to the change of external environment. This thesis adopts Case Study for the research method through the direct observation and physical decision making by the author who is employed by Company A positioned as a senior Marketing and Sales Executive Manager. Under thorough research and investigation, hopefully it provides the decision making mode of value added, sizable marketed products and an innovative business model for those who would like to enter this field. Besides, this case provides a good reference of how to encounter high competition and threats coming from external environment by use of own superior resources. Keywords：Medical Devices, Resource Based Theory, Strategic Planning, Dental Implant.